Sachin Tendulkar on Friday embarked on a new partnership with ITC's food division to promote a new brand of health food in his name -- Sunfeast Sachin's Fit Kit.
"I know the importance of sustaining energy levels throughout a day's play. Based on my experience of playing for 17 years, I intend to give inputs to ITC to develop a range of products that will not only help sportspersons but also growing children," Tendulkar said at the launch in Mumbai.
"I had always wanted to do something like this and when my agents approached me with this proposal I found it exciting," the ace batsman said.
Tendulkar recalled how a few energy bars, which he had carried with him, had sustained him and his family while watching the last Wimbledon championship.
Tendulkar, however, refused to answer any query not connected with the launch though relenting a bit and saying he was excited to be named as Asian heroes in Time magazine's forthcoming 60th anniversary issue.
"I don't think I belong to the same league (as Mahatma Gandhi and Jawaharlal Nehru), but consider it as a huge honour to be named by the magazine," he said to a query.
Steel baron Lakshmi Mittal and Infosys Chief Mentor N R Narayan Murthy were the other Indians honoured by the American magazine.
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